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飞阿联酋航空
案例简介：简介: EA SPORTS 是领先的体育视频游戏开发商，在全球 30 多个市场拥有业务，产品组合涵盖 8 个不同的主要体育项目。国际足联是 EA sports 全球最大的两大特许经营权之一，也是他们每年在欧洲的领先头衔。实际上，EA 体育品牌在欧洲的成功取决于国际足联的成功。商业目标是实现 10% 的同比增长目标，而营销目标旨在扩大国际足联的特许经营权，不仅仅是国际足联的核心观众。传播的目标是使国际足联的游戏成为一种全球文化现象，通过竞争将人们联系在一起。通信围绕着电视、数字和该机构称之为 “足球面料” 的三个主要领域。这包括创新的媒体购买，如对英超联赛报道和德甲球迷长椅的在线权利的所有权，赞助斯温顿镇这样的球队和体育场内的周界板，以保持赛季的存在。电子游戏的独特力量是回答人类的一个基本愿望 -- 与他人竞争并击败他们的愿望。但是游戏文化 -- 甚至足球本身 -- 比单纯的竞争更深入。它为人们提供了参与、分享共同激情和属于某样东西的场所和渠道。而不是分裂的人，竞争，戏谑，激烈和狂热的游戏和输赢实际上把人们聚集在一起。我们的见解是，国际足联 10 号可以满足这一愿望，让人们以其他体育经验无法做到的方式感受到足球这个更大宇宙的一部分。此外,数据显示，全球每天都有超过 200万场国际足联比赛 -- 国际足联规模很大，因为足球规模很大。所以这就是这场运动的想法是如何出现的: 当被国际足联的经验增强和增强时，“足球能有多大？ “FIFA10 活动在活动启动后的三个月内超过了其核心欧洲商业目标 83%。此外，FIFA10 活动还在活动启动后三个月内超越了所有特定国家的价值销售目标 -- 英国 59%，法国 70%，德国 45%。总而言之，来自国际足联新人的欧洲总销售额占 25%。
飞阿联酋航空
案例简介：SUMMARY:EA SPORTS is the leading developer of sports video games with a presence in more than thirty markets around the world and a product portfolio that spans 8 different major sports. FIFA is one of EA SPORTS' two biggest franchises globally and is their lead title each year in Europe. In effect, the success of the EA SPORTS label in Europe rests on the success of FIFA.The business objective was to achieve a 10% year on year growth target, while the marketing objective aimed at broadening the FIFA franchise beyond just the core FIFA audience. The communication goal was to make FIFA gaming into a global cultural phenomenon that connects people through competition.The communications hung around 3 main areas TV, digital, and what the agency calls "Football Fabric". This included innovative media buys such as ownership of the online rights to Premier League coverage and Bundesliga fan benches, sponsoring teams like Swindon Town and in-stadium perimeter boards for season-long presence.The distinctive power of video games is to answer a fundamental human desire - the desire to compete with others and to beat them. But the culture of gaming - and indeed of football itself - runs deeper than mere competition. It offers people a place and outlet for participation, for sharing a common passion and for belonging to something. Rather than dividing people, the rivalry, the banter, the fierce and feverish gameplay and the winning and losing actually bring people together.Our insight was that FIFA 10 could satisfy this desire and make people feel part of the bigger universe of football in a way that other sports experiences couldn't.Additionally, the data showing that were over 2 million FIFA games being played globally every day - FIFA was big because football was huge. So this is how the idea for the campaign appeared: when augmented and enhanced by the experience of playing FIFA, 'How Big Can Football Get?'The FIFA10 campaign overshot its core European business objective by 83% within three months of the campaign launch. Additionally, the FIFA10 campaign also overshot all its country specific Value Sales objectives within three months of the campaign launch - by 59% in UK, 70% in France and 45% in Germany. All in all, the percentage of total European sales that came from people new to FIFA was 25%.
Fly Emirates
案例简介：简介: EA SPORTS 是领先的体育视频游戏开发商，在全球 30 多个市场拥有业务，产品组合涵盖 8 个不同的主要体育项目。国际足联是 EA sports 全球最大的两大特许经营权之一，也是他们每年在欧洲的领先头衔。实际上，EA 体育品牌在欧洲的成功取决于国际足联的成功。商业目标是实现 10% 的同比增长目标，而营销目标旨在扩大国际足联的特许经营权，不仅仅是国际足联的核心观众。传播的目标是使国际足联的游戏成为一种全球文化现象，通过竞争将人们联系在一起。通信围绕着电视、数字和该机构称之为 “足球面料” 的三个主要领域。这包括创新的媒体购买，如对英超联赛报道和德甲球迷长椅的在线权利的所有权，赞助斯温顿镇这样的球队和体育场内的周界板，以保持赛季的存在。电子游戏的独特力量是回答人类的一个基本愿望 -- 与他人竞争并击败他们的愿望。但是游戏文化 -- 甚至足球本身 -- 比单纯的竞争更深入。它为人们提供了参与、分享共同激情和属于某样东西的场所和渠道。而不是分裂的人，竞争，戏谑，激烈和狂热的游戏和输赢实际上把人们聚集在一起。我们的见解是，国际足联 10 号可以满足这一愿望，让人们以其他体育经验无法做到的方式感受到足球这个更大宇宙的一部分。此外,数据显示，全球每天都有超过 200万场国际足联比赛 -- 国际足联规模很大，因为足球规模很大。所以这就是这场运动的想法是如何出现的: 当被国际足联的经验增强和增强时，“足球能有多大？ “FIFA10 活动在活动启动后的三个月内超过了其核心欧洲商业目标 83%。此外，FIFA10 活动还在活动启动后三个月内超越了所有特定国家的价值销售目标 -- 英国 59%，法国 70%，德国 45%。总而言之，来自国际足联新人的欧洲总销售额占 25%。
Fly Emirates
案例简介：SUMMARY:EA SPORTS is the leading developer of sports video games with a presence in more than thirty markets around the world and a product portfolio that spans 8 different major sports. FIFA is one of EA SPORTS' two biggest franchises globally and is their lead title each year in Europe. In effect, the success of the EA SPORTS label in Europe rests on the success of FIFA.The business objective was to achieve a 10% year on year growth target, while the marketing objective aimed at broadening the FIFA franchise beyond just the core FIFA audience. The communication goal was to make FIFA gaming into a global cultural phenomenon that connects people through competition.The communications hung around 3 main areas TV, digital, and what the agency calls "Football Fabric". This included innovative media buys such as ownership of the online rights to Premier League coverage and Bundesliga fan benches, sponsoring teams like Swindon Town and in-stadium perimeter boards for season-long presence.The distinctive power of video games is to answer a fundamental human desire - the desire to compete with others and to beat them. But the culture of gaming - and indeed of football itself - runs deeper than mere competition. It offers people a place and outlet for participation, for sharing a common passion and for belonging to something. Rather than dividing people, the rivalry, the banter, the fierce and feverish gameplay and the winning and losing actually bring people together.Our insight was that FIFA 10 could satisfy this desire and make people feel part of the bigger universe of football in a way that other sports experiences couldn't.Additionally, the data showing that were over 2 million FIFA games being played globally every day - FIFA was big because football was huge. So this is how the idea for the campaign appeared: when augmented and enhanced by the experience of playing FIFA, 'How Big Can Football Get?'The FIFA10 campaign overshot its core European business objective by 83% within three months of the campaign launch. Additionally, the FIFA10 campaign also overshot all its country specific Value Sales objectives within three months of the campaign launch - by 59% in UK, 70% in France and 45% in Germany. All in all, the percentage of total European sales that came from people new to FIFA was 25%.
飞阿联酋航空
暂无简介
Fly Emirates
暂无简介
基本信息
- 广告战役： #FIFA 10: How Big Can Football Get? -3b73#
- 广告品牌： EA Sports
- 发布日期： 2010-06-01
- 行业领域： 电器/办公 , 影音娱乐
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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